Kecia Steelman, a self-identified "beauty enthusiast," now leads ULTA Beauty, the largest beauty retailer in the U.S.
In 2025, she assumed the CEO position after dedicating over ten years to the C-Suite at ULTA Beauty.
Under her leadership, Steelman, regarded as one of the top figures in the beauty sector, has expanded both retail and online operations, impressing investors along the way.
“We’ve reached 1,500 stores,” Steelman noted, while also venturing into international markets in the U.K., Mexico, and the Middle East.
For Steelman, the secret lies in a well-defined strategy called “ULTA Beauty unleashed,” which she believes is clear to everyone from store staff to board members and investors.
A Unique Path to Leadership
Steelman’s success springs from her extensive 30-year retail career, which began with an entry-level job at Target.
At 20, she was a single mother living in government housing, desperately seeking employment. “I was too proud to accept food assistance, so I often went hungry,” she recalled.
One day, staring in the bathroom mirror, she had a realization: “The only person who can change my circumstances is the one looking back at me.”
She prayed for a chance: “If I can just work somewhere that offers growth, I’ll do everything to succeed.” Target gave her that opportunity, hiring her as a team leader in the men’s section for $8 an hour.
From there, she climbed the ranks at Target before taking on more significant roles at Home Depot and Family Dollar, eventually joining ULTA Beauty in 2014.
“I’ve experienced all aspects of retail, and it truly becomes a part of you. I’m passionate about my work,” Steelman expressed.
Engaging with Store Associates
Steelman’s time on the sales floor at Target has fostered a strong appreciation for ULTA Beauty’s team members.
“The cashier is one of the most vital roles in the store,” she emphasized. “A negative checkout experience can ruin the entire visit.”
She loves visiting ULTA locations across the country, though these days, she finds it hard to blend in.
“I can’t exactly go undercover; even in a baseball cap, people recognize me quite quickly,” she chuckled.
During her visits, she focuses on the finer points. “I prefer to see a store that might need tidying up rather than one that lacks a welcoming atmosphere,” she stated.
“Culture matters. If the store feels inviting and the staff enjoys working there, that’s essential,” she added.
Building a Strong Team
When assembling her team, Steelman seeks three key traits: IQ, EQ, and AQ. While intelligence is crucial, emotional intelligence is equally important. The final aspect, AQ, or adversity quotient, may be the most critical.
“Many successful individuals hit a wall; they struggle to navigate challenges. Those who thrive find ways to overcome obstacles and share their stories,” she explained.
Steelman enjoys discovering talent within the company.
“I can often sense who possesses what I call the it factor,” she noted. “In recent years, we’ve created 6,000 management roles for women in our organization, transforming lives like mine from jobs to careers. That brings me joy.”
A Supportive Family
Steelman’s current life contrasts sharply with her past as a young single mother. Her children are now adults, and she’s been married to Gray Steelman for nearly her entire tenure at ULTA Beauty. They have a blended family, including three grandchildren and another on the way.
Her husband has been a tremendous source of support throughout her journey.
“He knows me well. He often reminds me, ‘Don’t forget, you excel at what you do,’” Steelman said, which helps her find the right mindset for work.
Her job offers unique perks, too. ULTA Beauty launched Beyoncé’s hair care line Cécred and sponsored the Grammy winner’s Cowboy Carter Tour. Unsurprisingly, Steelman enjoyed a VIP experience at the Atlanta show.
“I watched the performance alongside Miss Tina (Knowles), which was a delightful experience. I took two of my daughters and a friend; it was unforgettable,” she reminisced.
When told this made her “the coolest mom ever,” she laughed.
“Well,” Steelman replied, “you should tell my kids that.”
